Expert Insight: Why B2B Buyers Consult More Marketing Content [Interview]

KoMarketing Associates

According to the report, B2B buyers consult an average of 4.9 Buyers continue to do more independent research during the buying process , and that includes turning to resources that aren’t controlled by vendors. I can read about the pros for days on the vendor’s website.

How to select the perfect B2B data vendor

Biznology

Just use this handy checklist of criteria, organized in three categories: the data product itself, the surrounding services that will help you get the most value from the data, and the factors that suggest the vendor candidate will be a satisfactory business partner for your company.

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B2B Customers Consult About Five Information Sources During Buying Journey

KoMarketing Associates

As marketers strive to deliver content that best suits their customers’ needs, new research indicates that B2B customers still prefer to consult a wide array of assets during the buying process. According to the “2018 B2B Buying Disconnect” report from TrustRadius, B2B buyers consult 4.9 Less than 50 percent stated that they consult vendors’ product websites.

9 Things Marketers Need from Marketing Automation Vendors and Consultants – Part 1

ANNUITAS

As with any space that is in its early stages, the marketing automation space has had its fair share of new businesses and vendors emerge. It seems each and every week that a new consultancy is born or another marketing automation company jumps into the fray. According to some who track this space, there are over 110 technology vendors alone. The best vendor event I ever attended was a Salesforce.com road show.

9 Things Marketers Need from Marketing Automation Vendors and Consultants – Part 2

ANNUITAS

In our last post , we introduced a list of 9 things marketers need from marketing automation vendors and consultants. We came up with this list to help make sense of “the noise” being generated by software vendors and service providers in the space (yes, we are one of those providers). Over the last few years, many consultants and vendors have been using the “quick and easy” language in their marketing and sales lingo.

Why Marketing Automation Customers are Migrating Downstream

The Point

Here are just a few thoughts: * Vendors need to focus as much on customer success as they do on new business. Over at the Modern Marketing Blog , Steve Earl offers his theory as to why enterprise marketers choose to switch to a different marketing platform.

9 Things Marketers Need from Marketing Automation Vendors and Consultants – Part 1

ANNUITAS

As with any space that is in its early stages, the marketing automation space has had its fair share of new businesses and vendors emerge. It seems each and every week that a new consultancy is born or another marketing automation company jumps into the fray. According to some who track this space, there are over 110 technology vendors alone. The best vendor event I ever attended was a Salesforce.com road show.

9 Things Marketers Need from Marketing Automation Vendors and Consultants – Part 2

ANNUITAS

In our last post , we introduced a list of 9 things marketers need from marketing automation vendors and consultants. We came up with this list to help make sense of “the noise” being generated by software vendors and service providers in the space (yes, we are one of those providers). Over the last few years, many consultants and vendors have been using the “quick and easy” language in their marketing and sales lingo.

Connected consumption is the new customer experience (CX)

Biznology

When countless products and services become connected, personal customer-vendor relationships will be added. vendors. Imagine that you have a short list of trusted vendors, and they know your personal consumption patterns. Connected consumption changes vendors.

Agency and Vendor Searches without Losing your Mind

Jackie Walts

The right vendors act as valued strategic partners and maximize the time of your marketing team. Here’s some hints on how to replace a critical vendor without losing your mind. Is it possible that if you had a frank discussion, you could work things out with your existing vendor? Use the right consultant to help. A vendor search is time consuming. Charging agencies and vendors to pay to be part of their database of recommended vendors.)

Marketing Automation Vendor Consolidation: Lessons from History

Customer Experience Matrix

Summary: consolidation isn't new among marketing software vendors. As I wrote in my June 30 post on consolidation among marketing automation vendors , I expect the number of competitors to shrink fairly quickly as new buyers concentrate their purchases among a handful of leading vendors. Will weaker marketing automation vendors merge with each other to establish a larger market presence? Other, less successful vendors simply vanished.

Vendor 174

How Can a Small Business Marketing Consultant Help?

Leading Results Rambings

If this situation feels at all familiar, a small business marketing consultant can help. Unlike an ad agency, a website shop, or a marketing tactic fulfillment vendor (e.g., You will be hard pressed to find all the needed skill sets in a single consultant (or a single employee).

Love Your Vendors, Get Tough with Your Clients

The Content Factor

I recently heard this advice from an experienced business consultant: instead of loving your clients and being tough on your vendors, it's time to love your vendors and get tough on your clients.

Vendor 180

What Do B2B Buyers Really Want from Vendors?

Aberdeen

For example, they hire consulting firms to come in, take a look at their operations, and make recommendations about processes they need to implement, people they need to hire, and technology they need to purchase in order to make it all work. But, consultants are expensive.

How PeopleHR Found the Right Marketing Automation Vendor

Marketing Action

Finding the best marketing automation vendor for your business can be a difficult proposition. Here’s how his vendor evaluation resulted in a partnership with Act-On Software, an integrated suite of marketing automation tools and resources.

What’s New in B2B Marketing Planning: Interview with a Marketing Analytics Vendor

Marketri

In this next installment of our blog series, we asked Chris Sietsema, a Digital Marketing Consultant and Owner of Teach To Fish Digital, to give us some insight into his experience with SEO and Marketing Analytics.

5 Ways Speaking Engagements Benefit Your Management Consulting Firm’s Marketing Strategy

Hinge Marketing

As a business consultant, speaking engagements are a natural and important part of your content marketing toolbox. Take the time to get to know other speakers, those that are sponsoring the conference or event, and the vendors exhibiting.

The ugly side of digital transformation

Biznology

BPR spawned conferences, books, and countless consulting engagements, but there’s little evidence that anyone benefited from it other than the authors and consultants.

Vendor 182

12 Questions SEO Vendors May Not Want You to Ask?

B2B Marketing Traction

Strategic marketing consulting, implementation, and results measurement services for (B2B) technology, manufacturing and green companies. Services. About. Resources. Contact. The page you requested could not be found.

Vendor 130

6 Questions to Ask Before Selecting a Personalization Vendor

Bound360

But how do you choose a personalization vendor that will help you get the impact you are planning for? We’ve put together a list of questions to ask your website personalization vendors to evaluate how well they fit with your strategy. Does this vendor specialize in my industry? Sure, every vendor wants to help you, but are they really built to? A good personalization vendor has both the data and the methodology to identify anonymous visitors.

Full-Service Technology Vendors: Marketing Automation Support and More

Marketing Action

There’s no end to the variety of services these types of vendors can represent, including: Customer acquisition and customer relationship management (CRM). The better vendors also offer customization capabilities, so you can work with them to build solutions that don’t come standard.

Top-10 Demand Generation Vendor Blogs

LeadSloth

In my previous post I listed the Top-10 Demand Generation blog by marketers and consultants. Today I’ve put together a list of vendor blogs. Most of these vendors blogs really get ‘online marketing’, so they talk about best practices rather then just touting their products, and they post regularly.

How Can a Small Business Marketing Consultant Help?

Leading Results Rambings

If this situation feels at all familiar, a small business marketing consultant can help. Unlike an ad agency, a website shop, or a marketing tactic fulfillment vendor (e.g., How Can a Small Business Marketing Consultant Help?

Top 10 ABM Mistakes

The Point

When so many technology vendors claim to be an “ABM solution,” what are the smartest investments?

B2B Buyers Are Still Skeptical About Vendor Content

B2B Marketing Directions

One was a survey of 418 individuals who played a key role in a significant software purchase during the previous two years, and the second was a survey of 190 individuals who worked for software vendors in a marketing or sales leadership capacity.

My List of Demand Generation Vendors, and Who They Sell To

Customer Experience Matrix

One of the audience members at the B2B Marketing University in Boston asked about demand generation systems for small businesses, and how to distinguish among the vendors in general. My brief answer was that the biggest difference was less functionality than the target markets the different vendors pursue. B2b marketing automation) vendors, with links to my reviews where I've written one.

Supply Chain Planning Software

Aberdeen

Our data and research coverage includes factors such as: buyer demand; buyer selection preferences; buyer perception of vendors; market share; and a range of end-user and buyer behaviors. This suggests that these industries should serve as high-priority segments for vendors in this sector.

B2B Consulting: Here’s What You Need to Ask Before Hiring an Agency [VIDEO]

Directive Agency

If you’ve ever thought about hiring a B2B consulting firm, here are some amazing questions that you should ask before you ever sign a contract. Here at Directive Consulting , I would say about 70% of our portfolio was with an old agency and is now trying to hire a new agency.

Is Your Agency a Paid Search Vendor or Partner?

Fathom

In this scenario, the agency typically feels more like a vendor. The goal of any agency should be to serve not simply as an expert in paid search, but also as a digital consultant for the client’s business. The post Is Your Agency a Paid Search Vendor or Partner? Just like any marriage, the Client – Agent relationship for paid search can be wonderful and fulfilling or disappointing and frustrating.

How B2B Vendors Can Generate Trust and Credibility With Their Website

Hubspot

We looked at the results of the 2015 B2B Web Usability Survey and discovered what it would take for you as a B2B vendor to create credibility and trust. Vendors beware: Buyers judge your company’s credibility from their first impressions of your website.

The One Marketing Automation Guide You’ll Ever Need?

The Point

Let’s face it, most martech “guides” are written by, well, marketers, and are either sponsored by or authored by the technology vendors themselves, so the content needs to be read with a critical eye. Teaser: only one vendor was top-rated in all three categories.).

Manticore Technology Sees Expertise as Key to Success as a Demand Generation Vendor

Customer Experience Matrix

Manticore launched its B2B marketing automation system in 2003, making it one of the older vendors in the industry. This fills a key gap between buying the software and hiring an actual marketing consultant. Manticore relies on business partners for such consulting services. And the company will continue to stress its traditional message of ease of use – although at this point, most other demand generation vendors make a similar claim.

Which Transformation Soup Are You Selling?  

What Works - What Doesn't

If you’re playing here, you’ll need a good, defensible story that includes business consulting and strategy and organizational change management as well as delivering the underlying technology. With winter coming, it’s time to think about soups.

Maintenance Fees, a Cash Cow for Vendors, Under Attack From Users

What Works - What Doesn't

Some customers are pushing back on software maintenance agreements, threatening vendors with the loss of their most predictable, profitable continuing revenue stream. Another consultant told me that support from major vendors isn’t that good unless the customer pays more for a premium plan.

Observations from the 2017 Marketo Summit

The Point

CEO Lucas made a compelling argument in the opening keynote that prospective customers want “quality, not volume” in the content and messaging they see from vendors. This week was my eighth consecutive Marketo Summit, all of them as a sponsor/exhibitor.

Is your marketing technology strategy sole source or best-in-class?

Biznology

A sole source strategy says that, wherever possible, you will use the marketing stack components from a single vendor. Adobe is the one that usually wins these shoot-outs, at least at the moment, but you can pick whichever vendor seems to work for you. The benefits are that the vendor does the integration work between the components. The best vendors provide functions that are difficult or impossible when you roll your own stack. I am a consultant, so it depends.

Class 124

Ranking the Demand Generation Vendors by Popularity (Yes, Life Really Is Just Like High School)

Customer Experience Matrix

My original plan had been to add several marketing automation vendors with significant presence in this market. My original set of products was based on a general knowledge of which companies are most established, plus some consultation with vendors to learn who they felt were their main competitors. Yet there are so many more vendors I could add. The general rule is pretty obvious: pick the vendors that people are most interested in.

Software Consultancy: Why MA Is Hot

What Works - What Doesn't

Software consultancy Software Advice has a good business model: Give away a certain amount of information about software, then charge for more detailed counseling. All of which begs the question: Which of these specific hurdles is most critical, and where do B2B vendors need help getting the benefits of MA software?

How Quality Content Is Helping IT Vendors

What Works - What Doesn't

Assume you’re a consultant developing network systems and protocol, as well as distributed object-oriented systems. Quality content is critical because prospects are paying with their most precious commodity – time.

Top 10 Marketing Automation Mistakes

The Point

In simplest terms, incorporating both SPF and DKIM into your DNS (Domain Name System) settings means you’re telling other email servers that you’ve authorized your marketing automation vendor to send emails on your behalf.